Core Module Information
Module title: Consumer Behaviour

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11102
Module leader: Ashleigh Logan-McFarlane
School The Business School
Subject area group: Marketing Sales and Entrepreneurship


Description of module content:

Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change.

- An overview of the consumer setting; consumer culture and the present anthropological and sociological marketing environments.
- An examination of the consumer decision making process and different mental processes consumers’ employ
- A critical examination of key psychological and sociological factors that influence the consumer decision making process. For example, social class, geo-demographics, values, attitudes, and lifestyles.
- The self; stereotypes, objectified brands, brand identity and value and subsequent consumer behaviour, social media and technology
- Social Marketing: Topical issues and consumer behaviour change
- Debate; outline of motions set and literature search requirements

Learning Outcomes for module:

LO1: to demonstrate a critical understanding of specialised consumer behaviour theories, concepts and principles including the demographic, psychographic, socio-cultural and economic factors influencing customer dynamics in contemporary consumer behaviour scenarios
LO2: to evaluate the psychological, social, cultural and technological factors that can have an effect on existing and developing marketing paradigms
LO3: to analyse contemporary issues in customer dynamics through various mediums of communication and relevant media and from the analysis critically discuss and debate the centrality of the consumer within the present day environment
LO4: to undertake critical evaluations of a wide range of scholarship on consumer behaviour and exercise autonomy and professional initiative by making an identifiable contribution to present-day issues affecting the consumer
LO5: to investigate and analyse key social, psychological and sustainability issues within consumer behaviour and their effects on customer purchasing behaviour

Full Details of Teaching and Assessment
2021/2, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Ashleigh Logan-McFarlane
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This is a critical, reflective module which requires students to engage in directed reading in order to put forward professional perspectives and positions that are informed by contemporary research. The module content draws upon contemporary debates and paradigms within consumer behaviour and includes a range of theoretical concepts from: anthropology, sociology, psychology and economics. A range of topics are covered from self and identity to psychological processes and how this shapes how consumers buy products and choose experiences. Lectures cover the core paradigm arguments and offer areas for further reading and development to encourage students to research and build critical opinions. Tutorials consist of practical case studies and application of these concepts to present-day consumer scenarios. This includes developing written and visual materials and communicating arguments orally. A detailed reading list is provided for each week/topic and students are required to prepare before attending tutorials.

Researching and deciding on the joint topic, carrying out literature/media research leading to a valid argument and conclusions. Being able to work effectively as a team member and preparing valid and substantive arguments will prepare the student for the workplace. The skills of writing essays, carrying out research, working within a team will develop assertiveness and self-confidence for the workplace (PDP). The course is based on the scholarly activity of the lecturers.

Formative Assessment:
Case studies, debates and informal presentations are used as formative assessment. There are opportunities to submit written work on online portals via Moodle and feedback and suggestions for development are provided. This formative feedback directly feeds into assessments 1 and 2.

Summative Assessment:
Both assessments satisfy L1-L5 and require students to effectively synthesise scholarly material delivered in this course and build their own critical, reflective arguments based on current trends in the consumer environment.
First Assessment: Individual essay
Students are required to prepare a 2, 500 word essay. An essay title will be provided from a range of material taught on the course. The students will be expected to provide insight into the chosen topic using current perspectives and to produce an innovative contribution to the body of knowledge. Writing should be analytical, critical and reflective. Various contemporary arguments need to be explored and evidence produced from secondary research. All sources are required to be cited in the body of the essay and a full bibliography displayed at the end of the work.
The second assessment: Critical Presentation
This assessment requires students to work together in groups to critically address a debate motion and prepare a professional 25 minute presentation. It develops a range of aspects from the course such as the consumer behaviour environment, the psychology of consumer behaviour, anthropological and sociological approaches to consumer behaviour, social marketing, self-identity in researching the consumer. This assessment reflects skills in discussion and debate within the learning outcomes. The argument (for or against the motion) will be written and presented by pairs of students, who will prepare PowerPoint debating notes and provide a reference list of their research for the topic. The topics for debate are based firstly on literature and examples taught on the course however at Masters level students will be expected to produce original ideas and contributions to knowledge within the debate.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 60 1-5 9 HOURS= 00.00, WORDS= 2500
Oral Presentation 40 1-5 12 HOURS= 00.25, WORDS= 0
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader